Interbrand Publishes Its 2012 Best Global Green Brands Report

The international brand consultancy Interbrand has revealed the global companies with the most eco-oriented missions and achievements in its second annual Best Global Green Brands Report, based on consumer research and performance data provided by Deloitte (data based upon publicly available information). On the dedicated page, one may find the list with a description of eco policy as well as the link to the description of environmental policy on the companies’ websites, related articles as interviews with brand leaders to get an insight into the modern eco-minded approaches and visions.

Photo: A snapshot from the page

The list includes 50 global brands, drawn from Interbrand’s annual Best Global Brands report, which can be sorted by country of origin (the US, the Netherlands, Japan, Sweden, Switzerland, South Korea, Spain, Germany, the UK, France and Finland), industry and the gap in performance/perception, the difference between how the brand operates from the eco point of view (its supply chain, transportation and logistics, governance, etc.) and how its green policy is seen by consumers (authenticity, understanding, presence, etc.). The methodology is explained in detail here.

Toyota, which held the first place last year, remained on the top in 2012 as well, with -2.56 gap (which has greatly lessened as compared with -7.64 in the previous report), benefitting “from a powerful halo effect generated by the success and long-term visibility of the Prius, which, in many people’s minds, has become synonymous with the term ‘hybrid’,” states the report. The top five also includes Johnson & Johnson (which is the 2nd in 2012 /4th in 2011), Honda (3rd/7th), Volkswagen (4th/6th) and Hewlett-Packard (5th/5th), most of which managed to rank higher as compared to the last year. McDonald’s, which holds the 45th position, has the biggest performance gap -16.5, on the list, followed by Microsoft (33, -11.47) and IKEA (39, -10.38), meaning that the companies’ strategies are not that bright, effective and engaging as positioned and seen by consumers. Nokia, which holds the 20th spot, has the biggest positive gap, 18.49, due to its numerous sustainable initiatives. “Nokia’s focus on green industrial programs has improved and expanded over the past 10 years and new products continue to surpass global standards. Enhancing positive public awareness, Nokia renewed its mobile recycling plan across 100 countries,” writes Interbrand. See the full list below.

For the past 12 months, all the brands on the overall list demonstrated their ongoing dedication to foster ecological revolution with the help of common products of a new generation. Car manufacturers, which dominate in the ranking, focused on producing more electrical or hybrid cars, FMCG companies are developing and introducing technologies which help reduce waste by extending the life circle of packaging and devices, and produce goods using sustainable materials.

Sustainability has proven to be a strategic and profitable aspect of business and a brand strengthening asset. It is crucial that consumers’ impressions of a brand are in close alignment with that brand’s actual environmental performance. Otherwise, a brand’s efforts in this area could serve as an under-utilized asset, or, conversely, suffer due to accusations of ‘greenwashing,’” commented Jez Frampton, Global Chief Executive Officer of Interbrand.